Topgolf.

Targeting a
broader audience

Topgolf
Topgolf Entertainment Group

Strategy
Audience Studies
Commercial Optimisation
Creative Workshops
Market Analysis
Venue Masterplan

Brand
Art Direction
Campaign Assets
Collateral Design
Copywriting
Digital Design
Editorial Design
Environment Artwork
Model Sourcing
Positioning
Uniform Design
Visual Identity

Environment
Artwork + Propping
Concept Design
F&B Experience

Topgolf is a multiplayer game where players hit balls at targets to score points. While immensely popular in North America, the brand began to stagnate in the UK, often perceived as merely a driving range for golf enthusiasts.

I was tasked with developing a brand strategy to enhance market penetration and increase the UK share by rebranding and repositioning Topgolf as a sociable, interactive guest experience that appeals to a broader audience. The refresh capitalised on the game’s iconic targets throughout the venue and was supported by campaigns that transformed traditional golf rules into engaging promotions and activities. The interior was redesigned to evoke a vibrant sports bar atmosphere, attracting sports fans of all kinds, regardless of their interest in golf.